Does a how it works section lift homepage conversion?

Our homepage did not explain the 3 ways to shop: ready-made collections, DIY kits and bulk flowers. We tested a how it works section below the social proof. Over 13 days, the version linking to guide pages cut conversion 11.8%.

Not significant Responsive 13 days Not called

SURFACE

Homepage

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By adding a how it works section that outlines the 3 ways to shop, we will help first-time visitors understand their options, resulting in more engagement and purchases.

First-time visitors arrive with different needs, and the homepage did not explain how each shopping path works. A short section laying out the options aimed to cut the effort of figuring out where to start.

What we changed

A how it works section added below the social proof

Both versions added a section below the social proof that outlined the 3 ways to shop. Var A linked each path to its collection page. Var B linked each path to a page explaining how it works.

Var A: Links to Collections wireframe — VAR A: LINKS TO COLLECTIONS

How it works section below social proof
Each path links to its collection page

Var B: Links to Guides wireframe — VAR B: LINKS TO GUIDES

How it works section below social proof
Each path links to a how it works page

The result

Conversion moved 11.8% lower with the guide links, short of our bar

CONVERSION RATE

-11.8%

REVENUE PER VISITOR

-14.1%

VAR A CONVERSION

+0.1%

Over 13 days, Var B converted 11.8% worse than the original, and revenue per visitor was 14.1% lower. Var A performed about the same as the original. Neither version reached our confidence bar, and both leveled out before we paused the test.

What we would do next

Test the section lower on the page, linked to collections

Neither version gave a clear answer. Linking straight to collection pages did no harm, while sending shoppers to explainer pages trended worse. A next round would place the section lower on the page and keep the links pointing at products.